How to Implement Bing into Your PPC Strategy
When it comes to running successful PPC campaigns, Google Ads is not the be-all and end-all.
Okay, don’t get us wrong—it is the most popular and dominant force in the world of pay-per-click marketing. However, if your campaigns have plateaued on that platform, implementing Bing into your PPC strategy is a great way to keep moving forward.
After all, Bing has fantastic benefits and is an excellent choice if you’re working on a restricted budget. So, how can you implement Bing into your PPC strategy to drive clicks? We’ll tell you how.
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12 Benefits of Using Bing for PPC
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Tips for Implementing Bing into Your PPC Strategy
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Get Help from our PPC Experts
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Bing PPC Strategy FAQs
12 Benefits of Using Bing for PPC
Switching things up with Bing Ads can bring new life into your PPC strategy. While Google Ads dominates the market, Bing brings its perks that can give you a competitive edge, especially if you feel you’ve hit a ceiling with Google. Here are some compelling reasons why you should consider integrating Bing into your PPC arsenal:
1. Lower Cost-Per-Click
One of the most attractive benefits of Bing Ads is the lower cost-per-click (CPC). Since Bing has a smaller market share compared to Google, there's less competition for keywords. This means you can get more bang for your buck, making it ideal for businesses on a budget.
2. Less Competition
Speaking of competition, Bing has less of it. Many businesses stick with Google Ads as their default PPC platform, leaving Bing less crowded. This gives you a better chance of getting your ads seen by more people without having to outbid larger companies.
3. No Modified Broad Match
Unlike Google, Bing doesn't use modified broad-match keywords. While this might seem like a downside if you're used to Google Ads, it can be beneficial. Bing's broad-match keywords tend to attract fewer irrelevant clicks, saving you money and keeping your campaigns more targeted.
4. Negative Keyword Match Types
In Bing, all negative keywords are treated as phrase-match. This makes transitioning from Google Ads easier and helps maintain a clean, organised list of negative keywords. Remember to review your broad-match and exact-match negative keywords to avoid conflicts.
5. Parameter Matching
Bing offers more specific keyword insertion options with parameters. This means you can insert particular keywords in any part of your ad based on the user's search term. It’s similar to Google’s keyword insertion but with more flexibility.
6. Selecting Only Search Partners
Bing lets you advertise exclusively on their search partners, like the Wall Street Journal. Unlike Google, where you must include Google Search when using search partners, Bing gives you more control over where your ads appear.
7. CPC Bidding Only
Bing ads only offer CPC (cost-per-click) bidding, without the options for CPA (cost per acquisition) or Enhanced CPC bidding available in Google Ads. This simplicity can be a plus, making it straightforward to manage and predict your ad spending.
8. Targeting by IP Address
Unlike Google, which considers location-based search terms, Bing uses IP addresses to determine the user’s location. This is similar to Google’s "Users only in my location" option, giving you precise control over who sees your ads.
9. More Top-of-Page Ads
Bing allows more ads to appear at the top of the search results page. Often, you'll see four ads at the top instead of three, increasing your chances of grabbing the viewer's attention.
10. Demographics
Bing users tend to be older and possibly less tech-savvy, mainly because Bing is the default search engine on Internet Explorer. This can be a plus if your target audience falls into this demographic.
11. Character Limits in Ads
Bing gives you 71 characters on one line for the ad body, compared to Google’s two lines of 35 characters each. This extra space can make your ads more flexible and descriptive, though it sometimes leads to odd wrapping inside ads.
12. Device Exclusions
Unlike Google’s enhanced campaigns, Bing still allows you to choose which mobile devices your ads will show on. This can be especially useful if your product is specific to a particular type of device, such as Android or iOS.
Tips for Implementing Bing into Your PPC Strategy
Integrating Bing into your PPC strategy can be a game-changer, especially if you follow these practical tips. Here's how to make the most out of Bing Ads:
Import Campaigns from Google AdWords
Good news: Importing your existing campaigns from Google AdWords is relatively easy with Bing. However, be prepared for some bumps along the way. Keywords or ads manually approved in AdWords will need approval again in Bing.
This process can be a bit more tedious because Bing doesn’t allow you to request an exception through its interface—you’ll need to write or call customer support. To streamline the import process, use Bing Ads Editor, which simplifies the transfer and allows for bulk edits.
Use More Targeted Keywords
Since Bing doesn’t use modified broad match keywords, focusing on long-tail broad match or phrase match keywords is essential for targeted campaigns. Fortunately, Bing’s broad match keywords tend to stay more relevant to the actual search term, reducing the chances of irrelevant clicks. Dive deeper into keyword specificity to ensure the right audience sees your ads.
Manually Tag for Analytics
Unlike Google, Bing doesn’t offer auto-tagging for tracking in Analytics. You’ll need to tag your URLs manually to keep tabs on your Bing data. Using a URL builder can streamline this process, making tracking and analysing your Bing campaigns' performance easier. This extra step ensures you get accurate insights into how your ads are performing.
Use Phone Numbers In-Ad
Bing allows you to include phone numbers directly in your ads, providing an easy way to garner free calls. If you already have a tracking number, you can leverage this feature without relying on the sometimes inconsistent phone number extensions. This is particularly useful for businesses that prioritise direct customer calls.
Broaden Negative Keywords
In Bing, negative keywords are treated as phrase-match, so you’ll need to broaden your negative keywords to cover different variations and orderings of phrases (e.g., “blue trainers” and “trainers that are blue”). Also, review your exact-match negative keywords to ensure they aren’t causing conflicts with your active keywords. This adjustment helps prevent your ads from appearing for unwanted search queries, keeping your campaigns efficient and relevant.
Get Help from our PPC Strategy Experts
Are you unsure if Bing is the right choice to elevate your PPC strategy? Contact our expert team for more advice and guidance on how we can transform and manage your campaigns.
At Breakout Media, our PPC services are to be noticed, so learn more today about how!
Bing PPC Strategy FAQs
Why should I consider adding Bing Ads to my PPC strategy?
Bing Ads can help diversify your PPC efforts, offering lower costs-per-click (CPC) and less competition. This can maximise your budget and help you reach a unique audience that may not be using Google.
How does Bing Ads work?
Bing PPC ads work almost identically to Google Ads. You bid on your relevant keywords based on their traffic volume, and your ad is then displayed when these keywords are searched in Bings search engine.
Should I use Bing or Google Ads?
A PPC expert can advise you on how well your business will perform on both Google and Bing ads. In some cases, Bing ads’ CPC is lower, but with less traffic, you will pay more for a conversion than Google ads. On the other hand, if your demographic uses Bing, your ad will be presented to the right audience, generating more sales at a lower CPC.
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